Last night, I noticed some gold selling spam, as I'm sure most of the rest of you did. Of course, I did the responsible thing, and reported them. I was less than impressed with the reporting system, however. If you haven't tried it, it basically brings up a support window, the same you use to report bugs. There is no specific selection for gold selling (for real money, in case that wasn't clear), and reporting someone doesn't automatically ignore the player, which means you have to use up a spot in your finite ignore list for an account that will most likely eventually be banned, but you'll never know when or if that happened, so the spot on your list is gone essentially forever.
If you've played games like Rift, you'll know that reporting gold sellers is really easy, so lots and lots of people do it. Eventually, you almost never see them. At least, that was my experience. It works simply: When you right click on a name in chat, you select report, then select gold selling, and hit ok. The report is sent and the player is temporarily ignored (I think it was for 24 hours, giving them time to investigate and ban the account) without taking up space on your finite ignore list.
The way it's done in ESO was honestly a bit of a hassle, and I doubt I or most people will use it very often. As a result, the spam from those nimrods will be MUCH more prevalent than in some other games. Hopefully, ZOS will realize that the key to getting gold seller spam out of chat is to make it easy for players to report them, as well as a "smart" filter system (again, see Rift).
Note: I'm not advocating "making the game like Rift" so don't even go there. I just used it as an example of a well done reporting system.